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Social media marketing in Gay London: Tinder instead of Hook-Up software

Social media marketing in Gay London: Tinder instead of Hook-Up software

Article Ideas

Freddy MacKee, 14 Taviton Road, London WC1H 0BW, UK. E-mail: [email protected]


The article explores how the cellular app Tinder complements internet dating tactics while the broader application ecosystem homosexual men utilization in London. Within local gay area discussion, Tinder is said become a site where homosexual “nice men” run, making the platform as a socially built conditions in which gay men behave in a diametrically opposed option to the normative hyper-sexualized conduct of extensive homosexual hook-up programs. The research matter, thus, is whether or not Tinder is actually somewhere in which these “nice guys” run and where one could see them. Through an ethnographic strategy executed both on the internet and traditional, an incident is created on what preliminary conceptions regarding the application may not be totally examined or translated without knowing the put it retains among more social media sites. Research are presented to offer the situation that homosexual customers of Tinder manage, indeed, curate the depiction regarding electronic identification to present a considerably le sexualized persona together with the hopes of locating times or a relationship. This, however, doesn’t mean that people try to avoid using different platforms in synchronous as an easy way of discovering different matter opportunities and motives. Actions and normativity on Tinder become largely explained both by context also by the form of the platform, which imports and displays private facts off their social support systems. Results must limited to the populace and venue recommended since fieldsite.


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